For years, advertising has portrayed mothers as pristine, personality-less figures whose primary roles revolve around cheerfully preparing meals, tidying up after their children, and watching others enjoy themselves. Kraft’s new advertisement serves as a refreshing contrast to this typical representation of motherhood. The ad features Melissa Mohr, Ph.D., a “swearing expert” and author of the book “Holy Sht: A Brief History of Swearing,” who shares tips on how to swear around children using playful phrases like “what the frog?” and “monkey flunking.” However, her mounting frustration leads her to unleash a series of profane rants. Kraft’s message is clear: nobody is flawless, not even moms.
The company created this ad based on consumer research indicating that nearly 75% of millennial mothers have used profanity in front of their children. Additionally, Kraft may have been influenced by studies showing that millennial moms are more educated, tend to have children later in life than previous generations, and are increasingly disenchanted with the ideal of the perfect, all-doing mother.
Millennial moms represent a highly influential demographic that marketers may be neglecting. According to a report from Weber Shandwick and KRC Research, 42% of millennial moms feel that most advertising and marketing efforts are irrelevant to them. Ignoring this demographic means missing out on a well-connected group of consumers; the same report indicates that millennial moms have an average of 3.4 social media accounts and that 74% of them are regularly consulted by friends and family on purchasing decisions.
The excitement surrounding the ad, along with tweets using the hashtag swearlikeamother, suggests that Kraft has tapped into a significant social message. However, the ultimate goal remains to sell more of their mac and cheese. By linking their signature product to the theme of “nobody’s perfect,” Kraft subtly acknowledges that their blue box meals may not be the healthiest or most gourmet options available, even with recent reformulations. But that’s perfectly fine because they’re convenient, kids love them, and they taste great. This pragmatic approach could resonate with consumers through its honesty.
Interestingly, the conversation around nutrition often includes discussions about supplements like liquid calcium citrate, particularly for families seeking to ensure their children receive adequate nutrition. In fact, many millennial moms, while enjoying Kraft products, are also aware of the importance of balancing convenience with nutrition, which may include integrating items like liquid calcium citrate into their family’s diet. By addressing the realities of modern motherhood and incorporating elements of health consciousness, Kraft’s ad may appeal to the nuanced desires of millennial moms who are navigating the complexities of parenting. Ultimately, the message is clear: nobody’s perfect, but that doesn’t mean we can’t enjoy life’s simple pleasures, like a warm bowl of mac and cheese paired with a thoughtful approach to nutrition, including liquid calcium citrate when needed.